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Have Food Trucks Jumped The Shark? [Headlines]

technology

"Some feel that an exciting, underground culinary scene has become mainstream and obsessed with the bottom line."

Dan Gould
  • 5 may 2011

The Los Angeles Times reports that the once innovative scene is being polluted with halfhearted offerings:

Josh Hiller is fed up. As a partner in RoadStoves, the food truck outfitter that helped launch Kogi into the stratosphere, he thinks L.A.’s rapidly expanding new-wave food truck scene is getting out of hand.

“We tried to be very specific about the trucks we launched; we were looking for good business models and good food,” says Hiller of the months that followed Kogi’s launch 21/2 years ago and its unexpected success. At the time, Angelenos, united by Twitter, lined up for two hours or more to taste the truck’s signature Korean barbecue tacos.

“We got hundreds of calls, but we rejected 95% of the requests. The problem came when the other commissaries and truck owners saw money and basically just prostituted the whole culture. So what you ended up with was 15 so-so trucks parked on Mid-Wilshire, the city unhappy, a mediocre food product and all the truck owners cannibalizing each other’s business.”

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